Brand Management (ePub)
Co-creating Meaningful Brands
(Sprache: Englisch)
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity.
In a world in which social media and inclusive...
In a world in which social media and inclusive...
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Produktinformationen zu „Brand Management (ePub)“
Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity.
In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems.
Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland's rebrand as The Netherlands.
In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems.
Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland's rebrand as The Netherlands.
Autoren-Porträt von Michael Beverland
Michael Beverland is Professor of Marketing and Head of the Department of Strategy and Marketing at University of Sussex Business School, UK.
Bibliographische Angaben
- Autor: Michael Beverland
- 2021, Second Edition, 424 Seiten, Englisch
- Verlag: SAGE Publications
- ISBN-10: 1529755271
- ISBN-13: 9781529755275
- Erscheinungsdatum: 03.02.2021
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: ePub
- Größe: 9.23 MB
- Mit Kopierschutz
Sprache:
Englisch
Kopierschutz
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